Women’s lifestyle company PopSugar has launched a “full-service, in-house team dedicated to helping advertisers reach the 18-to 39-year-old female demographic,” reports Adweek.
The agency, called The Bakery, will also enable companies to utilize PopSugar Snap, PopSugar’s native advertising technology, in order to create their own campaigns.
“Twenty-one million women visit our sites every month,” chief business officer Jen Wong told Adweek. “We want to help brands figure out what their content strategy could be.”
PopSugar decided to launch The Bakery when they realized that the vast troves of information they had on their users gave them a unique ability to target the much sought-after 18-39 female demographic. With Daily Candy recently shutting down, and both Yahoo Shine and iVillage rumored to be closing their doors soon, PopSugar felt is was the right time to share their skills.
“We see that change as an opportunity because we’re so well positioned with our distribution,” said Wong. “We have so many insights about women to create content and the opportunity to continue growing.”